Confusion over Advanced Diplomas and graduate jobs

The Advertising Standards Authority (ASA) has banned a government campaign for its new Advanced Diplomas for suggesting that they could lead to a university place and a graduate job.

The qualification is not accepted by all higher education institutions but an advertisement described them as "equivalent to three-and-a-half A-levels" and the door to a future graduate job.

The Good Schools Guide, which offers education advice for parents, agreed with the ASA decision as they are "certainly" not accepted at the top universities and to suggest that a high possibility of employment was "wishful thinking".

Sue Fieldman, regional editor of the website, said: "It was a blatant piece of 'puffing' and if any private entity did that they would be up in front of the Advertising Standards Authority within ten seconds. It is rather lucky they got away with publishing it at all."

The Daily Telegraph recently said that those looking for a graduate job in the financial sector may have trouble getting into the top UK blue chip companies if their GCSE results were not as impressive as their degree marks.